Alot changed in the digital marketing from 2014 to 2024. 2020 definitely catapulted most of these changes. Let’s dive into a few below.
Increasing importance of the website
Over the last 10 years, the website has become one of the most important sources of information. Websites are now used to introduce new products or services to the consumers and persuade the consumers to buy. Today, different tools today, are applied to optimise website utilisation but the commonest is SEO. Visibility in an ocean or online data still remains a complex in 2024.
Today , we have tools that make SEO easier e.g. plugin yoast. The plugins guide you on what you need to do to have the perfect SEO.
In 2014, google was the major search engine tool. Today we have tools such as bing and Baidu that come pre-installed on some devices- a complexity in this space for many companies.
Instagram & influencer marketing
Brands are looking for new ways to reach their audiences in a believable/convincing way. This has lead to the growth of Instagram and Influencer marketing because an image says more that a thousand words. Instagram is therefore the perfect channel to distribute this content because an influencer easily can share a link that generates valuable traffic to a website.
Brands give the task of reaching potential and existing customers to influencers . these are people with many followers. Through posts, stores and stories on the influencer’s channels. This concept was not as popular in 2014.
BIG DATA
The ease of access to big data has influenced trends in marketing in 2024. Marketers are now able to make targeted campaigns and personalisation of information. The funnel is now more targeted
The Rise of AI
Big data has also led to the development of AI. Before we get over ourselves, AI will not be replacing humans. It is here to help make our work easier
The use of artificial intelligence has picked up in the marketing world. Brands use chatbots to ease customer service – further offering convenience to their customers
Rise of TikTok
Launched in 2018, TikTok is the fastest growing social media platform. The amount of data available on this app can be invaluable to brands. Influencers are also using TikTok TikTok to push brands in short and believable videos. The platform allows you to share targeted content that suits the audience but also conversion or awareness.
Transition from TV to Netflix
Since 2014, TV use has declined sharply. Users are transitioning from cable and paid TV to nextflix. The user has taken matters to his own hands and is no longer-legged by what can be seen on TV but determines his own viewing schedule. We don’t just watch TV on television, but phones, tablets and laptops serve more and more as a medium. What is remarkable is Netflix’s growth since 2014. The platform was then used by 614,000 people, which increased to 3.17 million users in 5 years.
What does this mean for online marketing? Consumers are willing to engage with a brand, but this goes according to their own agenda. They determine their own viewing time and expect a personal approach. No more waiting times or silly commercials. They want clarity and want to be able to identify with a brand or product. As a brand, you no longer have to speak in your own name, but use a chatbot or influencer to pick theses for you.
Primrose Kobusingye
Marketing and Communication specialist
